In the forests of Madhya Pradesh, where medicinal plants have been part of tribal life for generations, a quiet transformation is underway. It is not just about herbs, oils, or Ayurvedic medicines. It is about livelihoods, women-led leadership, and taking traditional forest wisdom into modern markets.
At the centre of this transformation is Gitanjali Janarthanan, a 2020-batch Indian Forest Service officer of the Madhya Pradesh cadre, currently serving as the CEO of MFP-PARC (Minor Forest Produce Processing & Research Centre), the institution behind Vindhya Herbals.
What was once a government-backed herbal brand with a turnover of ₹17 crore has now grown into a ₹42 crore enterprise under her leadership in less than a year.
And for Gitanjali, this is not just business.
“I call it the great Ayurvedic quantum leap,” she shared in an exclusive conversation with Indian Masterminds.
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THE GOVERNMENT BRAND BREAKING MARKET MYTHS
Vindhya Herbals functions under the Madhya Pradesh State Minor Forest Produce Federation, a parent body that works closely with tribal forest cooperatives. Through MFP-PARC, the brand manufactures and markets Ayurvedic medicines and herbal wellness products using raw materials directly sourced from Madhya Pradesh’s forests.
The brand’s biggest client is the Ministry of AYUSH, with annual business worth ₹35-40 crore. It supplies medicines listed in Ayurveda’s essential drug list to the department.
Alongside institutional supply, Vindhya Herbals has built its retail presence through 28 Sanjeevani Kendras across Madhya Pradesh and one outlet at MP Bhavan in Delhi.
But entering a crowded herbal market, especially as a government-supported brand, came with one challenge: public perception.
Gitanjali challenges that directly.
“I think this perception is completely false. A government brand should always be trusted because we have 100 percent transparency in procurement and production,” she says.
That transparency, she explains, is what sets Vindhya Herbals apart.
WHAT MAKES VINDHYA DIFFERENT?
Unlike many private brands, Vindhya Herbals works with authentic minor forest produce sourced directly from forests. This creates a clear chain: from tribal collectors to finished wellness products.
Its product line is growing fast.
Apart from Ayurvedic medicines, the brand has introduced mahua-based body lotion, body butter, lip balm, herbal shampoos, baby massage oils, and therapeutic body oils.
Mahua, often seen only as a forest produce, is now finding a place on skincare shelves. And the focus is clear: chemical-free wellness.
“We are toxic-free, sulphur-free, and paraben-free. We don’t use chemicals in our products, thus ensuring the highest quality,” Gitanjali says.
For a younger generation shifting toward cleaner, sustainable lifestyles, this approach is making the brand more relevant than ever.
ANCIENT AYURVEDA, BACKED BY MODERN SCIENCE
What powers Vindhya Herbals is not just tradition but strict scientific processes. The centre has its own quality-testing laboratory and a dedicated team of Ayurvedic doctors. Manufacturing follows the standards laid down by the Ayurvedic Pharmacopoeia of India (API), ensuring consistency and safety.
That blend of traditional healing and quality control is central to the brand’s identity. It’s also helping build trust in a market where consumers increasingly ask what goes into the products they use.
THE TRIBAL ECONOMY BEHIND EVERY BOTTLE
Behind every herbal oil, candy, or medicine lies a much bigger ecosystem. The Madhya Pradesh Minor Forest Produce Federation operates through nearly 1,000 primary forest committees, made up largely of tribal collectors who gather the raw materials.
This network supports nearly 40 lakh tribal collectors across the state. What stands out even more: 19 lakh of them are women. For many families, forest produce is not secondary income; it is survival.
And Vindhya Herbals has become an important economic link in that chain. Inside the enterprise itself too, women lead the way. Nearly 70 percent of the workforce is women, from processing units to production floors.
“It’s headed by a woman CEO, our production manager is a woman, and the federation itself is led by a woman. Across the system, women are at the centre,” Gitanjali told Indian Masterminds.
WELLNESS KITS, TEMPLE BOXES AND ECO CAMPAIGNS
Under Gitanjali’s leadership, Vindhya Herbals has also moved beyond conventional products into curated wellness experiences. The brand recently launched three themed gift boxes, including one inspired by the traditional Gond art of Madhya Pradesh.
A special spiritual wellness kit was created for the Mahakali Temple in Ujjain, containing organic agarbattis, dhoopbattis, and havan samagri, all made from forest produce.
There are also organic Holi colours and a Diwali gift box, tapping into seasonal and cultural markets.
But one initiative remains especially close to her heart. For an environmental awareness programme in Madhya Pradesh, Vindhya Herbals prepared the Anubhuti Kit for 1.3 lakh students.
Each eco-friendly pencil box contained Grovit herbal drink, amla candy, and honey sticks.
“Seeing children happy while also understanding eco-friendly living made it very special for me,” she recalls.
FIGHTING SICKLE CELL WITH FOREST MEDICINE
Perhaps one of the most important interventions came through healthcare. As part of Madhya Pradesh’s pilot project on sickle cell anaemia, Vindhya Herbals developed three Ayurvedic medicines aimed at reducing symptoms.
The pilot began in three districts. Its success led to expansion across sickle cell-affected districts in the state. For Gitanjali, the most powerful moment came during a review meeting.
“When children came and told us their haemoglobin levels had improved, fatigue had reduced, and they could study and live better, it was one of our proudest moments,” she says.
It was proof that forest-based healing could move beyond shelves and into real lives.
BUILDING A NEW IDENTITY FOR FOREST PRODUCE
For decades, minor forest produce was seen largely as raw material. Today, under officers like Gitanjali Janarthanan, it is being reimagined as value-added wellness, healthcare, and sustainable commerce.
And in that shift lies something bigger than numbers. It is about giving tribal communities a stronger economy, women a larger role in leadership, and consumers a cleaner alternative.
From forest roots to pharmacy shelves, Vindhya Herbals is growing fast. And with Gitanjali steering it, this government-backed herbal brand is changing how India looks at the business of healing.
